UFL's Mike Repole Targets Attendance, Team Moves

Mike Repole, billionaire co-founder of Vitaminwater and BodyArmor, has joined the United Football League (UFL) ownership group as a principal shareholder and will lead its business operations. Repole aims to revitalize the league after attendance and viewership declined following the 2024 USFL/XFL merger, with a focus on boosting average attendance to 10,000–15,000 per game and relocating at least two teams, possibly up to four, ahead of the 2026 season. Columbus, Ohio, is confirmed as a new market, and Repole plans to use smaller stadiums to enhance fan experience and television presentation. The league's strongest market is St. Louis, while other teams have struggled with in-person support. Financial terms of Repole’s investment were not disclosed, but he joins Fox, RedBird Capital Partners, ESPN, Dany Garcia, and Dwayne 'The Rock' Johnson as principal shareholders. Repole has also expressed plans to double the number of teams to 16 by 2035.